For a professional athlete identity is extremely important. The sport goes a lot further than just winning a few races or games. Specifically in the sport of triathlon, professionals make a living by the sponsorships they acquire. It is not enough to win races and gain the prize money. Sponsors are what enable the athlete to dedicate his or her time to the sport so that the monetary necessities are met. The internet allows a professional athlete to promote its sponsors. Often, athletes are depicted wearing the brand of the sponsor or telling others about where they can go to receive associated services. Overtime, it is as if the athlete becomes the product of its sponsorships. When someone talks about Nike, the immediate thought is Michael Jordan, as if the two are intrinsically connected. If someone talks about Trek Bicycles the associated athlete is Lance Armstrong. Collectively as teams the same scenario of branding is the result. An example includes USPS for the United States professional cycling team. Eventually, the brand that an athlete represents becomes part of the personal identity.